Travellers favour immersive experiences despite economic challenges, Arival study finds

A new study by Arival reveals that European travellers are increasingly prioritising unique and immersive experiences when choosing their destinations, even as economic uncertainty leads to adjustments in travel frequency. The 2025 European Traveler Outlook report delves into the specific behaviours, preferences, and intentions of European travellers, offering critical insights as the global experiences industry convenes at Arival 360 in Valencia from 28–30 April.

The report uncovers key trends shaping the European travel landscape:

• Experience-driven decisions: for European travellers, the appeal of activities and experiences is now a dominant factor in destination selection, often outweighing considerations of affordability, accommodation, or ease of access. Overall, 57% of travellers say experiences play a significant role in choosing where to go
• Country-specific behaviours:
  • Trip frequency and length: most European travellers took three or fewer trips in 2024, with trips averaging a week in length. German and French people were more likely to be frequent travellers and took the longest trips, while the Spanish travelled less frequently and took the shortest trips
  • Spending habits: UK travellers demonstrated the highest average trip spend, driven by factors like higher air travel incidence, despite taking shorter trips. In contrast, Spanish travellers were the most budget-conscious, with the lowest average trip spend, reflecting lower household incomes and shorter trips
• Generational preferences: while cultural sites, tours, and museums maintain broad appeal across age groups, younger travellers (18–34) are showing a strong preference for immersive and interactive experiences, including wellness activities, festivals, and adventure travel. Older travellers (55+) continue to prioritise culturally enriching experiences
• Planning and booking: there’s a notable trend towards advance planning of experiences, with two in three travellers aged 18–54 preferring to book activities ahead of time
• Adjusting to the economic climate: the volatile macro environment is influencing travel patterns, with European travellers anticipating taking fewer trips in 2025 than in 2024. However, younger travellers, affluent travellers, and Spanish travellers are exceptions to this trend.  

Douglas Quinby, CEO and Co-Founder of Arival, commented: “Experiences are now central to the travel decision-making process. While economic factors are causing some to adjust their travel frequency, the desire for unique and memorable activities remains strong.”

The 2025 European Traveler Outlook is based on an online survey of 1,600 active European travellers from France, Germany, Spain, and the UK, conducted in the autumn of 2024.

At ITIC UK, David Bowles spoke about the latest trends in the European travel insurance market following the Covid-19 pandemic.